Free Google Ads budget calculator

How much should you spend on Google Ads?

This Google Ads budget calculator works backward from the jobs you want. Five numbers, two minutes. The calculator is right below the signup.

Your Google Ads budget = jobs you want, divided by your close rate, divided by your page conversion rate, times your cost per click. The calculator does the math.

Google Ads budget calculator

jobs
$
%
%
$
Leads you need0
Clicks you need0
Cost per lead$0
Monthly budget$0
Daily budget$0
Ad cost per sold job$0
Ad cost as % of sales0%

Example numbers are filled in. Put in yours. A month is 30.4 days. Budget does not include management fees.

How to make that budget smaller

  1. Raise your page conversion rate. A fast page with a tap-to-call button turns more clicks into calls. Check your ad page free with ClickMend, the scanner we built.
  2. Raise your close rate. Text every new lead first, then a real person calls the ones who reply. That took the booking rate to 50%.
  3. Stop paying for junk clicks. Block apps in Performance Max and get credit for invalid clicks.
  4. Answer every call. When a missed call came from your ad, you paid for the click and got nothing. See what missed calls cost you.

Setting up your first campaign? Here is how roofers should run Google Ads.

Want us to run it for you?

I run Google Ads and follow-up for home service companies. 10x to 15x ROI on Google Ads for a flooring company.

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Questions

How much should a contractor spend on Google Ads?

Work back from the jobs you want. Put in how many jobs you want a month, your close rate, your page conversion rate, and your cost per click. The calculator shows the monthly and daily budget that math needs.

How do I find my cost per click?

Open Google Keyword Planner, type in the searches you want to show up for, and use the high end of the top-of-page bid range for your area. It is an estimate. After your ads run, use your real cost per click instead.

What conversion rate should I use?

Use your own. Divide the calls and forms your ad page gets by the clicks it gets. If your ads have not run yet, use an example number and replace it after the first month.

Why aim for 10 clicks a day?

Our rule of thumb: at about 10 clicks a day, you have enough data to judge your keywords and page in 2 to 3 weeks. Fewer clicks than that and you wait longer to learn what works.

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